Do More 24 Nonprofit Training

Nonprofit TrainingApril 3, 2017

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Do More 24 Kickoff & OverviewKelly Brinkley

Chief Operating Officer | United Way NCA

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Platform OverviewTony Paul, Vice President of IT

What’s new

• Minor Style Update

• Profile Lookup for returning nonprofits

• Advanced Giving !

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• DoMore24.org

How the DoMore24.org site works

DoMore24.org will be accepting donations from 6/8/2017 12:00:01 am through 6/8/2017 11:59:59 pm.

The home page will transform into a donation form…


Every non-profit has its own page.

You will have a UNIQUE URL to YOUR OWN PAGE. You can get the correct URL from the registration portal.

Similar to:

https://www.domore24.org/npos/united-way-nca

https://www.domore24.org/npos/united-way-nca


Every non-profit has its own page.

You will have a UNIQUE URL to YOUR OWN PAGE.)

When donations are being accepted, the donation form will be placed right below your logo. everything else will be pushed down.

• Your job is to drive as many people as possible to this page !!!


DoMore24.org will be accepting donations from 6/8/2017 12:00:01 am through 6/8/2017 11:59:59 pm.

The home page will transform into a donation form…

NEW !!

Advanced GivingFor 2 weeks prior to the 8th.

Donation Form

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Confirmation and Receipt

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Registration

New (didn’t participate last year) –

The link will be on the home page of https://domore24.org

Registration


Returning from Last Year

NEW!!

This link will also be on the Home Page

Email with instructions to set your password and log in:

Save that last link as a handy way to get back in and edit your profile.

New – Logging in

https://matchday.kimbia.com

https://v2.kimbiamatchday.com/

Registration



Either way, it’s the same one-page form….

Registration




Part 1 – Who You Are

PICTURES!!

Registration




Part 3 – Eligibility & Admin

Registration




Part 4 – Payment Info

Registration

Conformation email with link

Registration

Approval email

Your job is to drive as many people as possible to this page !!!

Portal

When you log in to edit, there is now a menu with an option for “LINKS”

Last year we emailed you this information after registration closed.

Now you can get to it immediately.

Column Sample Data

Date (Local) 2015-04-08

Time (Local) 08:48:42

Confirmation Code E5TF3A4

Donation Amount 85

Refunds 0

Donation Net Amount 85

Anonymous false

First Name Erik

Last Name Secker

Email Address [email protected]

Phone Number

Mailing Address (Line 1) 123 Main Streettt

Mailing Address (Line 2)

Mailing Address (City) Austin

Mailing Address (State) TX

Mailing Address (Zip) 78701

Mailing Address (Country) US

First Time Donor false

Reporting

Insert a DoMore24 donation form into your own web site!

Mobile Responsive !

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Your job is to drive as many people as possible to this page !!!

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For questions regarding the domore24 Platform

please contact:

[email protected] or at 202.488.2009

mailto:[email protected]

Networking

Break

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How to Maximize your ToolkitDani Smith

Creative Manager| United Way NCA

Do More 24 Toolkit

What’s Inside:• Do More 24 Branding elements• Do More 24 logos• Templates• Nonprofit Toolkit • Company Toolkit• Chamber of Commerce Toolkit• Marketing Materials• Widgets

Tools for Planning

• Do More 24 Checklist

• Do More Brand Standards

• Editorial Calendars

• Storytelling Tips

Tools for Outreach

Digital• Email templates

• Email signatures

• Sample newsletters

Print• Postcards• Standard Flyers• “Start Your Activism @ Home

Flyers• “Get Involved” Flyer• Customizable Flyer

Tools for Social Media& Graphic Design

• Logos

• Design elements

• Widgets

• Sample social media posts

• Social media banners

• Go to Canva.com• Sign up for free to easily

create and download graphics

• Multiple formats: social media platforms, flyers, postcards

• Templates• Stock Photography

Creating Graphics with Canva

Questions?

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How to Utilize Social Media to Drive Fundraising

Laura PoindexterOwner| Queenb Creative, LLC

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Maximizing Donations with Effective Donor Strategy

Stephen SaundersDirector of Philanthropic Engagement | United Way NCA

• Factors to consider• It’s not “dollars out there” it’s connecting with your donors• It’s about creating your “achievable victory”

• Could be winning the with most donors or with the most dollars, or 2nd, 3rd, or 4th place with most dollars

• For most, it’s a project, something that will resonate with your donors and their peers

• Focus on winning hourly prizes and social media contests• Competition is your friend

Goal Setting

• Factors to consider:• Your UNIVERSE

• U = Donors + Prospects (i.e. peers of donors, volunteers, vendors, corp partners, customers, etc.)

• Amount of goal vs revenue and giving

• How your org performed in past Do More 24

• Define the competition

Goal Setting

Over $1mmOver $1mm

Over $1mmOver $1mm

Over $1mmOver $1mm

Over $1mmUnder $1mm

Under $1mmUnder $1mm



Under $1mm

• HOW = getting to your goal:• Ladder of communications (from most to least effective (and most costly)):

face to face meetingssmall group event, meeting, or discussionphone conversationhandwritten letter or notepersonal email (from your Outlook or Gmail)typed letter

website/bloglarge group event, meeting, or discussionmass produced, typed letter (direct mail)videomass produced email (Constant Contact/listserv)

brochures, pamphlets, annual reports, and marketing itemsnews itemsadvertisements

Donor strategy

Gift Table• Generally calculated as:

• 1-2 gifts for 20% of goal……..

• 2-4 gifts for 20% of goal……..

• 5-10 gifts for 15% of goal……

• 10-20 gifts for 10% of goal…

• 20+ gifts for 35% of goal…….

Ask ratio of 4 or 3 to 1:

Ask 8 people

Ask 16 people

Ask 30 people

Ask 60 people

Ask everyone else

• Sample for a $100,000 goal

Gift Table

Gift size # of gifts # of asks Total $ % of total

$10,000 2 8 $20,000 20%

$5,000 4 16 $20,000 20%

$2,500 6 20 $15,000 15%

$1,000 10 30 $10,000 10%

$100 Lots (350) Thousands $35,000 35%

$100,000 100%

• Segments for discussion:1. Board of Directors

Current and former

2. Top donorsHigh gift of $10,000 and up

3. Mid-level donorsHigh gift of $1,000 to $9,999

Donor strategy

• Segments for discussion: (continued)4. Annual fund level

High gift is less than $1,000

5. Prospects/Non-donorsVolunteers, vendors, people served, and staff who have never

made a contribution

6. Institutional partnersCurrent or past funders – foundations, corporations, churches,

local governments, other nonprofits

Donor strategy

• #1 Board of Directors:• Who do you need to leverage?

• Probably the Executive Director and Board Chair• Board’s fundraising committee

• The ask(s)• Ask the Chair in a face-to-face meeting for personal gift and buy in, try to get on agenda for a

board meeting• Leadership funding and matches• Personal give and get goals (their gift plus 5-10 others)

• Provide engagement opportunities for board members, and their guests, to learn more about your project

• Help and educate the Board as needed• Start early, coordinate with ED and Board Chair in January

Donor strategy

• #2 Top donors:• Who do you need to leverage?

• Major Gifts Officer, relationship owner (ED, etc.)

• The ask(s)• Personal give and get goals (their gift plus 12 others)• Maybe for matching funds

• Provide engagement opportunities for them and their guests to learn more about your project

• Immediately after commitments from Board

Donor strategy

Strategy for Board and Top Donor segments

• Leverage with leadership funds and matching funds:

• It may require a top-down coalition

• Start with organizational leadership and Board Chair

• Is there support for a leadership gift from the Board? Can you get on the Board agenda to discuss your goal and how the Board can play a role?

• If so, make the pitch to the entire Board – but make sure the Chair and a few others will voice their support and their pledges so others will join the fun

Donor strategy


• Technical details:

• Aim for 100% Board giving

• As with gift chart examples, leadership funds are used as your kick-off and as leverage to encourage giving by others. It shows the investment of leadership and that you are well on your way to achieving your victory (people rarely want to be the first donor)

• Work with leadership to gather the commitments from Board members, they can pay on Do More 24 or give you a credit card to handle it for them

Donor strategy


• Top-donors for matching funds offers

• Could be matching funds or leadership funds, whichever works better.

• Schedule those F2F meetings

• Donor’s wishes…

• When leveraging – once pledged you can share it with mid-level donors for them to use as leverage and you can share in all outreach to annual fund and non-donors

Donor strategy

• #3 Mid-level donors:• Who do you need to leverage?

• Relationship owner

• The ask(s)• Personal give and get (their gift plus 12 or more other)• Act as an ambassador• In most cases, there are more mid-level donors than top donors• More calls and emails than face-to-face meetings

• Provide engagement opportunities for them and their guests to learn more about your project

• Immediately after commitments from Board

Donor strategy

• #4 Annual fund donors:• Who do you need to leverage?

• Staff, board, others for outreach help

• The ask(s)• Will the Board Chair, a well-known top donor, or your Executive

Director kick off the emails with a personal message and appeal?• Ambassador program with personal gift plus 24 or 48 other asks• Ask via email, mail, and at already scheduled events

• Start in April/May

Donor strategy

• #5 Non-donors:• Mostly the same approaches as Annual Fund

• Except language - don’t lead them to assume they already give…or that volunteering is enough• Who do you need to leverage?

• Staff, Executive Director, volunteer managers and leaders• The ask(s)

• Will the Board Chair, a well-known top donor, a leading volunteer, or your Executive Director kick off the emails with a personal message and appeal?

• Ambassador program with personal gift plus 24 or 48 other asks• Ask via email, mail, and at already scheduled events

• Start in January by collecting data – at volunteer events have cards on hand they can fill out so you can engage them via email

• For staff…make it very personal, treat them like mid-level donors – ask in person. Create a competition and make it fun.

Donor strategy

• #6 Institutional partners:• Who do you need to leverage?

• Executive Director, relationship owner

• The ask(s)

• Start with your strongest institutional funders and work your way backward

• If they’ve never given you money, it’s a low possibility but worth a conversation

• Develop a sponsor proposal

• If its staff volunteers turn it into a leverage point – ask them to run an internal campaign and to match employee giving for the day

• Ask them to share on social media too

• Corporate and church are best bets; foundations & government are long-shots

Donor strategy

Broader Strategy for All Segments

• The Give and Get• You want every donor for Do More 24 to do this.

• Every ask is a “give and get”

• With Board, top donor, mid-level you need to make this the standard ask

• With annual fund and non-donors, make it a part of most outreach and use it as follow up to their gifts on Do More 24.

• Use it frequently in social media posts.

• Difference between give and get and being an ambassador?

• AMB is a more formal program where people are recruiter and asked to reach out to more people while G&G is on the go for annual fund and non-donors – you want to catch them while they are excited about giving you money.

Donor strategy


• Ambassador Program - Overview

• Formal program for recruiting, stewarding, tracking, and soliciting your most committed constituents.

• Endless ways to structure it and to track it.

• Your reward…more donors and donations, but usually with small gifts.

• Their reward…consider prizes and make it fun for top Ambassadors.

Donor strategy


• Ambassador Program – Technical Details• The ask:

• Determine a logical number of Ambassadors you can recruit – do you have volunteers and/or annual fund donors from where you can recruit?

• Ask them all to give and recruit X peers to give too. Ask them to focus on their networks outside of your organization’s radius (you’ll handle this).

• Equip them well – with email and ask language, sample social media posts.

• Give them unique and special updates they can share.

• Steward them well – reward them and thank them, they are doing a lot of work on your behalf and sharing their love of your mission.

• Start recruiting about two months out and communicate with them often

Donor strategy

Strategy for Prizes• New leaderboards

• Clarity for standings according to segment (over $1mm/under$1mm)

• Creates more competition among top five for each segment

• How does it impact strategy for top five in segments?

• In outreach, identify your standing and proximity of competitors

• Increase your outreach during the day – social media and emails

• Competition will increase your donors’ desire to help, equip them through your outreach

• Hourly prizes

• Stay focused and drive the message

• Repetition is your friend

Donor strategy

Strategy for Advanced Giving• New Advanced Giving option

• People love what you do...they want to give...but they forget

• Configure outreach to include Advanced Giving options

• In outreach, highlight the AG option:

• Here’s your chance to show the love...without forgetting!

• Give today to opt out for June 8...

• Give today and fundraise for us tomorrow!

• Build a focus on the AG prize

• Would your donors be responsive to AG?

• Would they like getting a jump on the competition?

Donor strategy

General Outreach Calendar• “People will give me money because it’s Do More 24.”

• “Sending one letter or email leads to victory.”

• One month out:

• Send a “save the date” and Advanced Giving announcement via letter, postcard, email, social media

• Segment data based on address and email address

• Keep having the conversations that you need to have

• Two weeks out: (Advanced Giving opens)

• The first ask for give and get

• Send via letter, phone, email, social media

• Leverage those leadership funds and matching funds

Outreach

General Outreach Calendar (con’t)

• One week out: (Advanced Giving still open)

• Last chance for a postcard or letter if you want to send it

• The second ask for give and get

• Send via email, social media, calls, and mail if you have the budget

• Share the excitement, again with leadership and matching funds. What’s the outcome of achieving your goal going to be?

Outreach

General Outreach Calendar (con’t)• Two days before:

• Reminder that Do More 24 is almost here and that you would be honored to have them make a contribution and share the opportunity to invest with their friends, family, neighbors, and colleagues

• Keep it fun and straightforward, highlight any matching funds

• One day before:

• Send one email and share with everyone a rough draft of your email schedule and a note to be patient as we try to achieve our goal (reiterate it) and that things will return to normal the day after.

Outreach


• The Big Day – June 8, 2017• Midnight email announcing that giving has commenced along with your goal, leadership

funds, and matching funds.

• Early morning emails (6-9 am to catch people arriving at work)

• Mid-morning update (10:30am)

• Lunch time update (noonish to catch people on lunch break)

• Mid-afternoon update (3:30)

• Drive-time update (5:30)

• Evening update (8:00 to catch people winding down)

• Final push (11:00-midnight for the final rounds)

Outreach


• Follow up to Do More 24• Remember: Do More 24 does not end on June 8th – you need to properly thank

and steward your donors immediately after the event

• Thank everyone – an email to everyone on your list announcing your victory and, if needed, a thank you for enduring the flood

• Start merging and printing a thank you letter to sign and mail to each donor

• Personal outreach (phone call, email, etc.) to Board members and top donors who participated

• In your thank you email, give people the immediate option to opt out of your list

Outreach

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Best Practices & Winning Strategies of a Do More 24 Prize Winner

Moderated Discussion by Stephen Saunders

Amy LeonardDevelopment & Communications Director | Little Lights Urban Ministries

Tanya Penny WoodsBoard Member | Ivy Community Charities

Best Practices for Do More 24

Amy LeonardDevelopment & Communications Director

[email protected]

#1Have a specific

goal - know what

you want your

donors to do

Set your goal & message accordingly

1.What would success look like for you on Do More 24?

a. Little Lights’ goal last year: Win the grand prize for raising the most dollars

2.What do you need to ask your donors to do to achieve that success?

a. For Little Lights it meant asking donors to give significantly

#2 Make a schedule,

and make it early

Make a timeline...

A few weeks out, we have a detailed timeline of the day that incorporates…

Appeal emails

Social media posts (across platforms)

Thank you emails

Communication around push hours

#3 Make your asks

(seem) personal

Adding that personal touch

1.Personalize by segment

a. Make your ask particular to your target group

2.Use mail merge for bigger asks

a. Yet Another Mail Merge (gmail)

b. Mail merge feature through Word and Outlook

3.Use their name

a. In the subject line or in the ask

b. Wherever you want to draw their eyes

#4 Create content

that is sharable &

entertaining

#5 Highlight the

leaderboard

#6 Give people the

tools to help you

Toolkit (for board members/volunteers/staff)

#7 Say thank you

(more than once)

Next Steps

Thank You!

Do More 24 Nonprofit Training

Presentations & Public Speaking